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Brands and the brain: how to use neuroscience to create impactful brands

By: Material type: TextTextPublication details: Penguin Random House 2022 GurugramDescription: viii,352 p.: ill. Includes bibliographical references and indexISBN:
  • 9780143452614
Subject(s): DDC classification:
  • FP 658.407124 S2B7
Summary: It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands. https://penguin.co.in/book/brands-and-the-brain/
List(s) this item appears in: IIMA business books series | Faculty Publication (Books)
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Item type Current library Item location Collection Shelving location Call number Status Date due Barcode
Reference Vikram Sarabhai Library Reference / Slot 1458 (2nd Floor West Wing) Non-fiction Faculty Publication R FP 658.407124 S2B7 (Browse shelf(Opens below)) Not for Issue 204949
Books Vikram Sarabhai Library Reference / Slot 1458 (2nd Floor West Wing) Non-fiction Faculty Publication FP 658.407124 S2B7 (Browse shelf(Opens below)) Available 204947
Books Vikram Sarabhai Library Reference / Slot 1458 (2nd Floor West Wing) Non-fiction Faculty Publication FP 658.407124 S2B7 (Browse shelf(Opens below)) Checked out 10/07/2025 204948

It is evident that some of the most powerful brands are deeply embedded in our unconscious emotions and memories. The purpose of this book is to develop an understanding of the link between the human brain and brand management principles as well as activities. It will educate readers about brain-operating principles and their impact on how humans perceive brands. The book also analyses how modern brands are created by leveraging brain functioning. In a nutshell, the book explains the indispensable role that the human brain plays in creating, sustaining and rejuvenating brands.

https://penguin.co.in/book/brands-and-the-brain/

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